News Column

Univision: Total Market Media Drives Growth

May 15, 2012
Univision

Univision Communications Inc. unveiled its 2012-2013 programming lineup and several new content initiatives that give marketers an even broader and more effective toolkit to reach the growing, engaged and empowered U.S. Hispanic community anywhere at any time, according to a news release.

Headlined by the launch of the UVideos Digital Network, a new video platform that will serve all video content from Univision's portfolio of television networks, Univision's Upfront presentation will highlight how the power of its brand, strength of its programming, exclusive partnership with Televisa, continued ratings momentum and loyalty of its audience come together to enable Univision to deliver value and engagement to its audiences and advertising partners.

In addition to a programming lineup of more than a dozen new primetime programs available across Univision's television networks, including blockbuster telenovela titles and Hispanic America's most popular reality and entertainment programs, the digital initiatives being announced at Univision's Upfront presentation include:

UVideos Digital Network -- Where viewers can interact with the best in Hispanic programming, including all of their favorite current shows from Univision's portfolio of television networks. UVideos includes thousands of hours of on-demand content. It will be broadly accessible via multiple devices and platforms for a multiscreen experience, including game consoles, smartphones, tablets and Internet-enabled TVs. UVideos allows viewers to watch, discuss and share content across any device and will be fully optimized for both English- and Spanish-speaking audiences. It will also feature second screen companion experiences such as TV check-ins, social streams, alerts, and bonus content for viewers to connect with each other and with Univision talent. Currently in beta, UVideos will launch this summer.

Distribution and Discovery -- Univision continues to expand distribution and discovery across its platforms through partnerships with Dish, AT&T, Hulu, YouTube, Fanhattan, iOS and Android to further drive reach and discovery of its popular content. UVideos allows viewers to enjoy entire series of episodes across several devices anytime, anywhere.

Broadband Channels -- Univision is joining forces with a number of strategic partners to launch new, genre-specific broadband channels that speak to the passions of our diverse audience.

Webnovelas -- This season Univision will deliver three new webnovelas building on the success of "Vidas Cruzadas" and "No Me Hallo." For the first time in the digital space, Televisa will produce a webnovela targeted at U.S. Hispanics to begin production later this fall. Univision Studios is also working with crossover television and motion picture sensation Kate del Castillo who will star in a new webnovela this season, following her successful leading role in "Vidas Cruzadas" (Crossed Loves), All three webnovelas will be produced exclusively for Univison.com.

Falco commented, "As Univision celebrates its 50th anniversary, marketers are facing the stark reality of a rapidly evolving media landscape and consumer base that looks nothing like it did in years past," said Randy Falco, Univision president and CEO. "Today, at least 20 percent of marketers' target market is Hispanic, so what was once considered a niche is now an undeniable, mainstream growth opportunity. Over 50 years, one thing has remained the same -- Latinos live here, at Univision. Our brand equity is paramount among Hispanic Americans and our 73 percent market share in Spanish-language television is unmatched. The time is now for marketers to connect with the young, engaged, ready-to-interact Hispanic consumer through Univision's content across traditional, digital and social platforms."

"Our investment in the absolute best digital content and broad, innovative distribution partnerships is a testament to Hispanic Americans' incredible level of engagement with Univision on all possible platforms and their hunger for more," said Univision Networks President Cesar Conde. "Today we are giving them more."

"Our audience is in the sweet spot of consumerism that clients must target to create sustainable growth in the years to come," said David Lawenda, president of advertising sales and marketing. "Plus, our millennial-heavy audience is a full generation younger than the audiences of the Big Four networks."

The Univision Network ranks as one of the top five networks in the U.S., out-delivering one or more of the top English-language networks -- NBC, ABC, CBS and Fox -- nearly every night among aAdults 18-34 in the current 2011/2012 season.

Galavision, which has been at the top of Spanish-language cable for eight seasons, continues to expand its leadership margins in key day-parts and demographics. Univision, TeleFutura and Galavision together have 73 percent market share among the Adult 18-49 Spanish-language TV audience in primetime, according to the release.



Source: Copyright Business Wire 2012


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